What are rich results?

Rich results are Google search results that show more than a plain title, URL and description, for example review stars, prices, cooking times or an image. Google usually bases them on structured data in the page’s code, and it decides for itself whether and when a result is displayed this way.

Why are rich results important?

More attention: a result with stars or a price stands out among regular search results.
Better pre-qualification: visitors see key information up front, so the traffic you receive is more targeted.
More trust: ratings and clear details in the result make your offer look more credible.

Examples of rich results

A recipe with an image, a rating and a cooking time
A product with a price, stock status and stars
An event with a date and location
A result with a breadcrumb trail instead of a bare URL

How do you use rich results?

Add structured data that matches the content of the page, usually as JSON-LD, and test it with Google’s Rich Results Test. Keep in mind that Google does not show a rich result for every type of markup, and that the rules change regularly. See how we approach this under technical SEO.

Rich results